The document discusses the "Rule of 7" in marketing, which is that prospects need to see or hear a marketing offer at least 7 times before purchasing. It notes that 75% of people don't trust advertisements and 78% say TV ads lack enough information. 51% of consumers research purchases online first. The rule emphasizes gaining prospects' confidence through repeated exposures and "validity tests" from multiple marketing channels and pieces. It advises responding quickly to inquiries as 20% of prospects buy within 6 months and 45% within a year.

1. www.TheRapidResponder.com 75% of people don't believe that companies tell the truth in advertisements. - Yankelovich -

2. www.TheRapidResponder.com In a shoppers survey, 78% said TV ads no longer have enough information. - Wall Street Journal - January 2009

3. www.TheRapidResponder.com 51% of consumers are using the Internet to educate themselves before making a purchase. – Verdict Research – May 2009

4. www.TheRapidResponder.com The Rule of 7: Marketing research emphasizes that prospects need to see (or hear) your offer multiple times before they purchase.

5. www.TheRapidResponder.com The Rule of 7: Validity Multiple contact points are validity tests.

6. www.TheRapidResponder.com The Rule of 7: Validity Prospects generally require 7+ contact points to gain buying confidence.

7. www.TheRapidResponder.com The Rule of 7: Content Multiple validity tests can be achieved in single sales pitch 0r marketing piece.

8. www.TheRapidResponder.com The Rule of 7: Memory Validity can be gained through repeat exposure.

9. www.TheRapidResponder.com The Rule of 7: Memory Prospects do not remember all the facts, but they remember a company name or logo.

10. www.TheRapidResponder.com The Rule of 7: Memory It is why some people say: “any publicity is good publicity.”

11. www.TheRapidResponder.com Repeated Response Validity Tests are a major reason why marketing & branding must be seen multiple times and from multiple mediums.

12. www.TheRapidResponder.com The Reward When someone inquires about your product: 20% buy within 6 mo. 45% buy within 12 mo. (from you or your competition)

13. www.TheRapidResponder.com Are you responding quickly enough?

14. www.TheRapidResponder.com Do prospects see your offer often enough?

15. www.TheRapidResponder.com Did you provide enough validity tests for them to buy from you?

16. www.TheRapidResponder.com The End

17. www.TheRapidResponder.com Bonus Content Grouping A marketing piece or sales pitch should contain no more than 1-2 messages when gaining a prospects attention. Even if you attempt to put several validity points into a single marketing piece, the prospect may group them into 1 or 2 points in order to digest the main message. IE: You may list 5 points about ‘performance’ and they group these as “performance criteria” and may still have tests for likeability, color, reliability, price, etc….